The document outlines a two-day Management Development Programme (MDP) led by Prof. Prriya Raj, focusing on brand management strategies and tools for creating powerful brands. It emphasizes the importance of branding across various sectors and aims to equip managers with essential skills for brand development, positioning, and equity measurement. Participants will gain insights through lectures, group work, and case studies while earning a certificate upon completion.

1. Building Powerful Brands!
A Two-Day MDP by Prof. Prriya Raj
I nternationally acclaimed management cartoonist, author and brand management expert Prof. Prriya Raj will be
conducting an innovative Management Development programme (MDP) on Brand Management sharing brand
management tools and techniques to create, develop, sustain and grow powerful brands.
Reap the benefits of strategic branding for long-term corporate advantage in this two day MDP by attending the MDP or
nominating your key-executives responsible for brand-building and brand-related activities.
THE NEED TO BUILD POWERFUL BRANDS
Competition has its own blessings! Whether it is a public sector or a private enterprise, a large corporate group or a SME, an
Indian company or a multinational, everyone has come to realize the value a powerful brand- be it for a manufactured product,
farm and dairy product, industrial product, service, commodity, place, event, idea or a person. Today, the entire spectrum of brand
management encompasses a wide area - from product branding to corporate branding; and also entails external branding with
internal branding. A well-planned and well-executed brand management programme delivers substantial power to the brand to
derive the maximum value for the company with a long-term perspective.
From Apple, P&G, Nestle, Pepsi, Coca-Cola, 3M, Microsoft, Sony, Nokia, Toyota, Dell, and Intel worldwide and Rasna, Dabur,
Emami, Himalaya, MDH, Kohinoor, Amul, BSNL, MTNL, Bharti, SAIL, Tata, Godrej, Taj, Bisleri and Maruti in India, successful
brands occupy a meaningful place in consumers’ lives and provide a powerful value-driven market presence to the companies that
own them.
As industries turn increasingly competitive, developing and up-grading strong brand-building skills are required for survival in the
existing chaotic markets and for achieving sustained growth in future. Strong brands have, over the years, acquired the status of the
most valuable intangible asset that, if built, maintained, nurtured and grown successfully, give a powerful competitive advantage to
the company. Important for large, medium and small size companies, the secrets of successful brand-building are valuable for any
company that has a brand to sell – be it in FMCG, consumer durable, service, B2B or in not-for-profits NGOs.
PROGRAMME OBJECTIVES
The objectives of this programme is to sensitize managers to the increasing significance of building powerful brands in a fiercely
competitive market and impart tools and techniques that would enable them to build powerful brands as strategic instruments for
gaining and sustaining competitive edge in the marketplace.
LEARNING OUTCOMES
Participants of this MDP will learn to: “A product is something that is made in a factory; a brand
• Understand the importance of branding is something that is bought by a customer. A product can
• Appreciate how brands create value be copied by a competitor ; a brand is unique. A product
• Realize the challenges of branding can be quickly outdated; a successful brand is timeless.”
• Develop a brand positioning - Stephen King
• Create brand design WPP Group, London
• Formulate brand portfolio strategy
• Build a brand-focused organization 3. Creating a Brand-Focused Organization
• Measure and enhance brand value • Adding an Internal Branding Perspective
• Aligning Internal and External Marketing Activities
PROGRAMME CONTENTS
4. Enhancing and Growing Brand Equity
1. Understanding Brands • Leveraging Brand Equity across Categories and Markets
• What is a Brand and Its Importance for Companies Today? • Managing Brand Equity over a Period of Time
• Understanding Basic Brand Concepts and Its Application • Designing and Implementing Brand Strategies
2 . Creating A Brand • Measuring Brand Performance over Time
• Identifying a Strong Brand Positioning 5. Future-Perfect Branding
• Establishing a Strong and Competitive Position • Planning for the Future Growth of the Brand
• Creating Brand Resonance with Today’s Customers • Surviving Through a Brand Crisis
• Developing an Integrated Brand Marketing Programme • Emerging Concepts in Brand Management

2. Building Powerful Brands!
A Two-Day MDP by Prof. Prriya Raj
PARTICIPANTS
• Managers (both from private and public sector), who are currently handling a brand or a portfolio of brands, with a clear
mandate to grow assigned brands in the near future.
• Those who have been handling a different function and have moved to or promoted to handle brand management function will
also get tremendous value from this management development programme.
• Managers from related areas of Marketing, Sales, Corporate Communications/ Public Relations and Marketing Communications
as well as key decision makers in HR will find the programme relevant and will be able to develop the brand perspective and use
concepts of brand management to deliver better results to their organizations.
• The programme will also be useful for entrepreneurs who have already launched a successful brand idea but are grappling with
brand-building problems during its growth phase.
METHODOLOGY
The methodology adopted is easy to understand with far-reaching impacts. Lecture presentations, panel discussions, group work as
well as reality-based case studies with global perspective would be the key essentials and deliverables of the programme.
PROGRAMME DIRECTOR
Prof. Prriya Raj
Professor of Marketing
Asia-Pacific Institute of Management, New Delhi
A Brand Management expert Prof. Prriya Raj has over 30 years
of industry and consulting experience. An MBA topper from
MONIRBA, Allahabad University, he has worked with corporates
(S.Kumars), advertising agencies (Mudra Communications, R K
Swamy/ BBDO and Momentum), and media houses in publications
and broadcasting (Mitra Prakashan and Sahara TV) amongst others.
Considered a leading expert in the area of branding, integrated
communication and media, he has worked on brands including
Nestle Cerelac, Rasna, Bayer Baygon, Greaves, Taj Group of Hotels,
and India Infoline.
An internationally acclaimed management cartoonist, Prof. Prriya
Raj has published daily management cartoon columns in newspapers
like DNA, The Hindu, The Financial Express, The Pioneer and
Hong Kong Standard. He has also done a regular column for The
Chartered Accountant. His books include ‘Under The Pyramid’
(IBH, 1998), ‘Counterpoint’ (BPI, 1999), ‘Corporate Cartoons’ and
‘Business Cartoons’ (both by Vision, 2004). His management diary
‘Organise & Smile’ with a time management system and corporate
cartoons on every page has been launched by Nightingale for the
year 2011. He is currently working on his next book scheduled to be
published by an international publisher.
He has been invited as a keynote speaker at several occasions as well
as to deliver modules on Brand Management in various in-company
MDPs.
A lateral thinker, he is now a Professor of Marketing with Asia-Pacific Institute of Management, New Delhi and has taught
advanced courses in Strategic Brand Management, Integrated Marketing Communications, Creativity in Marketing and Marketing
in Turbulent Times. His special areas of interest are Brand Management, Marketing Communication, Corporate Communication,
Creativity and Innovation.
“Long-term brand equity and growth depends on our
He can be reached at:
ability to successfully integrate and implement all elements
• E-mail : prriyaraj@asiapacific.edu/prriyaraj@rediffmail.com of a comprehensive marketing programme.”
• Phone: 011-42094814 (Direct)/ 42094800 (Board)
• Mobile: +91 9971338473 - Timm F. Crull
Chairman & CEO of Nestle, Retired

3. Building Powerful Brands!
A Two-Day MDP by Prof. Prriya Raj
VENUE
Asia-Pacific Institute of Management,
3 & 4 Institutional Area, Jasola,
New Delhi - 110 025
Landmarks: The institute is situated behind Indraprastha Apollo Hospital and faces Sarita Vihar. Strategically located, the institute is
on the left immediately after HP petrol pump on way to Kalindi Kunj/Noida and can be easily reached by car or by Delhi Metro.
PROGRAMME FEE
• Investment of Rs.10, 000/- only as programme fee per participant for two-day, non-residential MDP.
• Service Tax amounting to 10.30 % on the programme fee should be added.
• The fee includes classroom instruction and programme delivery, course material, lunch, tea and refreshments.
• All participants will get a certificate for successful completion of the MDP.
• Payment is to be made by way of Demand Draft (payable at New Delhi for participants outside NCR) or Company Cheque
(payable at New Delhi for participants within NCR) in favour of Asia-Pacific Institute of Management, New Delhi.
• The registration fee is non-refundable. In case the registered person does not attend; the sponsoring company can nominate/
send another person to attend the programme with prior intimation.
SPONSOR YOUR TEAM!
The MDP will result in better application of brand management concepts at the workplace if a group of participants working as a
team in the same function or in related functions in an organization attend the MDP together as a group.
The institute, therefore, extends a special incentive of 10% for a group of 3 or more participants attending this MDP together as a
team, from the same company or organization.
REGISTER TODAY
To register, please send a letter/e-mail well in advance followed by the bank draft (in favor of Asia-Pacific Institute of Management,
New Delhi) payable in New Delhi or a local/ multi-city company cheque payable in New Delhi towards your participation fee
(plus service tax), as an individual participant or as a team, to the Head, MDP Division at the address given below.
“An orange....is an orange...is an orange. Unless, of course,
that orange happens to be a Sunkist, a name eighty percent
of consumers know and trust.”
- Russell L. Hanlin
CEO, Sunkist Growers
LIMITED SEATS, REGISTER TODAY!
3 & 4 Institutional Area, Jasola, New Delhi - 110025.
Phone : 011-42094836 (Direct), 42094800 (30 Lines) Fax: 011- 26951541
Email: mdp@asiapacific.edu
www.asiapacific.edu